Several studies have demonstrated that individual contributions to public goods are increasing in others’ contributions. The underlying causes for this, however, are not yet fully understood. We present a model of duty-orientation in which moral responsibility is learned through observations...

Duty-orientation implies a warm glow of giving as well as a cold shiver of not giving enough. If duty-oriented consumers learn their moral responsibility by observing others' behavior, social interaction in contribution behavior arises. However, since moral responsibility is a burden,...